Paul Lafortune has more than 30 years of experience in marketing and retail sales and in-depth knowledge of customer loyalty strategies. He has earned an excellent worldwide reputation as a consultant for a number of multinationals, retailers and payment processing institutions such as Visa Asia Pacific and MasterCard International. As an associate at R3, he works with businesses to evaluate their current loyalty programs, develop new customer engagement concepts and analyze program performance using an application designed specifically for this purpose. He uses specialized loyalty metrics to give organizations a better idea of the projected benefits and bottom line associated with a program before rollout, taking into account the technology solutions adopted. Since 1996, Mr. Lafortune has been lecturing on retail trends in the HEC Montréal certificate program. He is also involved in the SAQ–HEC Montréal Program in Retail Management.